In case you can't read that, it involves Schiller complaining to Jobs and other top Apple execs about a Kindle TV ad that shows someone buying an ebook via an iPhone and having it appear on an Android phone as well. He then notes:

While the primary message is that there are Kindle apps on lots of mobile devices, the secondary message that can't be missed is that it is easy to switch from iPhone to Android.

Not fun to watch

Less than an hour later, Jobs replies with a suggestion:

The first step might be to say that they must use our payment system for everything, including books (triggered by the newspapers and magazines). If they want to compare us to Android, let's force them to use our far superior payment system. Thoughts?

That's pretty damning, as it shows the decision had little to do with reasonable choices for consumers, and a lot to do with punishing a competitor.